In recent years, with the popularity of beauty economy, the demand for beauty products has increased sharply. According to the data, the global cosmetics market has reached US $75.1 billion in 2020 and is expected to reach US $169.67 billion by 2025. During the period when cosmetics and skin care products are widely used today, environmental protection has become the main issue considered by every consumer and user, which challenges the environmental sustainability of beauty brands. As a fashion consumer goods, cosmetics represent fashion, avant-garde and trend. In addition to having a certain use effect, it is also a manifestation of culture. It is the combination of use function and spiritual culture to meet consumers' psychological pursuit of beauty. Packaging is an extremely important link. Appropriate packaging can not only attract consumers' attention, but also reflect the taste of the brand incisively and vividly. It is understood that the outer packaging of beauty products accounts for 30% - 50% of the cost. The excessive packaging behind the eyeball economy not only increases the economic cost of consumers, but also imposes a burden on the environment. Although it has been less than a century since the emergence of plastics, the challenge of plastic pollution is becoming more and more serious under the one-time consumption habit of human society. In 2018, the global plastic output reached 360 million tons, and most of the waste flows to landfills or the environment. According to the assessment of the United Nations Environmental Protection Agency, only 9% of the world's 9 billion tons of plastic waste is recycled; As the main category of plastic products, 95% of plastic packaging will lose value after first use, and only 14% will be recycled. ‍

In 2020, the national development and Reform Commission and the Ministry of ecological environment jointly issued the opinions on further strengthening plastic pollution control, which pointed out that "innovation leads, scientific and technological support: guided by recyclability, easy recycling and degradability, develop and promote plastic products and alternative products with up to standard performance, green environmental protection and economic applicability, and cultivate products conducive to standardized recycling and recycling New business forms and new models to reduce plastic pollution. " The newly revised solid waste law implemented on September 1, 2020 also strengthens the relevant requirements for plastic pollution control and defines the legal liability for relevant illegal acts. 2021 is the beginning of China's 14th five year plan and a turning point for the cosmetics industry. In the past two years, the competition in the cosmetics industry has intensified and the momentum of environmental protection has become stronger. Many enterprises have actively or passively joined the cause of environmental protection. More and more beauty brands pay more attention to the sustainable development of the environment while pursuing product sales. While seeking a way out for its own sustainable development, it has also contributed to the environment. Environmental protection is also the most discussed topic today. A large number of young Chinese consumers have become more and more aware of environmental protection. Choosing environmentally friendly cosmetics is not only a manifestation of environmental protection, but also a manifestation of refusing to pay for excessive packaging of luxury goods. According to the who cares who does global research released by the Kaidu consumer index, the proportion of China's environmental protection supporters in consumers reached 53% in 2020, an increase of 13% over 2019, indicating that consumers are gradually paying more attention to sustainable development and increasing their awareness of environmental protection.